학술논문
빅데이터를 활용한 커피전문점 브랜드별 인식에 관한 연구
A Study on the perception of coffee shop brands using big data
A Study on the perception of coffee shop brands using big data
Document Type
Article
Source
외식경영연구, 26(3), 116, pp.97-126 Jun, 2023
Subject
Language
한국어
ISSN
2734-0600
1229-1838
1229-1838
Abstract
본 연구에서는 커피전문점의 역사적 배경과 시장상황을 고찰하고, 커피전문점 브랜드별 소비자의 인식을 온라인 빅데이터를 활용하여 도출함으로써 학술적 근거를 마련하고 연구결과에 근거한 전략적 방향성 설정에 기여하고자 한다. 이를 위해 2016년 1월 1일부터 2022년 6월 30일까지 각 커피판매 브랜드’ 키워드를 이용하여 네이버 블로그, 네이버 카페에 대한 자료수집을 진행하였다. 수집된 자료는 정제과정을 거쳐 텍스트 마이닝 분석을 통해 단어 빈도분석, TF-IDF분석, 토픽모델링의 LDA 분석을 진행였다. 분석결과 각 브랜드별 소비자의 인식을 도출하였고, 이에 따른 시사점을 논의하였으며, 본 연구의 한계점에 대해 기술하였다.
This study aims to prepare an academic basis and contribute to establishing a strategic direction based on research results by examining the historical background and market conditions of coffee shops and deriving consumer perceptions by coffee shop brands using online big data. For this purpose, from January 1, 2016 to June 30, 2022, data were collected on Naver blog and Naver cafe using the keyword 'each coffee sales brand'. The collected data went through a refinement process, and word frequency analysis, TF-IDF analysis, and LDA analysis of topic modeling were performed through text mining analysis. As a result of the analysis, consumers' perceptions of each brand were derived, the implications of this were discussed, and the limitations of this study were described.
This study aims to prepare an academic basis and contribute to establishing a strategic direction based on research results by examining the historical background and market conditions of coffee shops and deriving consumer perceptions by coffee shop brands using online big data. For this purpose, from January 1, 2016 to June 30, 2022, data were collected on Naver blog and Naver cafe using the keyword 'each coffee sales brand'. The collected data went through a refinement process, and word frequency analysis, TF-IDF analysis, and LDA analysis of topic modeling were performed through text mining analysis. As a result of the analysis, consumers' perceptions of each brand were derived, the implications of this were discussed, and the limitations of this study were described.